Online reputation company raises $15M

ReputationDefender, the Redwood City company that helps people take control of their online identities, announced today it secured $15 million in venture capital.

The company said it will use the money to expand its management team, develop new products and beef up its sales efforts.

The Chronicle recently highlighted the company in a story exploring the ways that individuals “are actively monitoring and managing their online reputations.”

The article continued:

For those who can’t keep up with the task of continually managing their online reputation, there are companies like ReputationDefender Inc. of Redwood City. Tens of thousands of customers pay the nearly 4-year-old company upward of $9.95 a month to take charge of their online identity and privacy. The company promises to remove them from marketer databases, take down online content, alter their browser settings and optimize search engine results.

“It’s a half-time job just to get on top of this stuff yourself,” said Michael Fertik, the chief executive and founder.

Fertik stresses that the problem goes well beyond information that is merely socially or professionally embarrassing. Advertisers, insurers and other businesses are becoming increasingly sophisticated at deriving information from our social identities and connections. He imagines a near future where actuaries might assume you’re at a higher risk for a DUI, car accident or cancer based on the online activities of friends and family members in your social networks.

The Series C round was led by JAFCO Ventures, and included contributions from previous investors in the company Bessemer Venture Partners and Kleiner Perkins Caufield & Byers.